Behavioral Segmentation of Hotel Customers: An Empirical Study

@inproceedings{23148,
   author = {Chalupa, Štěpán and Chromý, Jan and Čech, Petr},
   address = {Granada},
   booktitle = {Proceedings of the 33rd International Business Information Management Association Conference},
   editor = {Khalid S. Soliman},
   keywords = {Customer segmentation; Cluster Analysis; Marketing Analysis},
   howpublished = {paměťový nosič},
   language = {eng},
   location = {Granada},
   isbn = {978-0-9998551-2-6},
   pages = {2113-2119},
   publisher = {International Business Information Management Association},
   title = {Behavioral Segmentation of Hotel Customers: An Empirical Study},
   year = {2019}
}

TY  - JOUR
ID  - 23148
AU  - Chalupa, Štěpán - Chromý, Jan - Čech, Petr
PY  - 2019
TI  - Behavioral Segmentation of Hotel Customers: An Empirical Study
PB  - International Business Information Management Association
CY  - Granada
SN  - 9780999855126
KW  - Customer segmentation
KW  - Cluster Analysis
KW  - Marketing Analysis
N2  - The paper focuses on the use of cluster analysis for hotel customers’ segmentation and its possible application within the hotel marketing mix. Study works with Two-Step Cluster analysis that allows clustering of quantitative and nominal data. Main results show that using booking window (the period between reservation creation and date of arrival), distribution channel, length of stay (in days) and net room rate to cluster hotel customers into homogenous segments can be beneficial during the process of customer segmentation. Six basic customer segments were identified and lately described mainly by their behaviour in time, and money spends for a single reservation. The paper directly describes the whole methodology of Two-Step Clustering and possible outputs that can be used in revenue management research.
ER  - 

CHALUPA, Štěpán, Jan CHROMÝ a Petr ČECH. Behavioral Segmentation of Hotel Customers: An Empirical Study. In Khalid S. Soliman. \textit{Proceedings of the 33rd International Business Information Management Association Conference}. Granada: International Business Information Management Association, 2019, s.~2113-2119. ISBN~978-0-9998551-2-6.